Avril Bell & The RWC 2011

"Maori culture is the national culture when distinctiveness and ethnic exoticism is called for."

The world was here to play! Our nationwide consciousness was at its peak during the RWC 2011. World Cups of almost every major code tend to be less about the love of the sport and becomes more of a national quest to prostitute itself to tourists and wealthy investors and the like for lack of a better term. As Avril Bell explores in the above quote, she argues that in times like the RWC where the world is seen to watch us, we need to form a national identity. The problem with New Zealand is that the dominant Pakeha culture is far too common sensical and is largely ignored and is possibly too much like other cultures. However, the issue raised, is how can New Zealand as a country employ colonialist policy which actively and continuously undermines indigenous culture i.e. Maori culture, and in turn, in times of international spectatorship, the nation and in particular mainstream media seek to dig up the old grass skirts and Maori culture which the country is so intent on forgetting about. Images beamed around the world on screens viewed by millions of people which saw images of a proud and active New Zealand culture, one which showed harmonious relationships with cultures alike during the RWC 2011. The opening ceremony coverage was filled with images like these:
An obvious attempt to show the world that we are clearly proud of our Maori culture and heritage as a nation or maybe an underhanded acknowledgement of tino rangatiratanga, I'd think the former. Either way, the lack of Maori cultural portrayal in mainstream media texts other than in times of national spectatorship is a saddening fact. The adoption of the culture simply as a means to show distinctiveness in a bid to attract tourists is something we should not be proud of. Although most would regard the opening ceremony and the tournament thereafter a huge national success, some could argue we are the biggest sell outs of cultural exploitation in the world.